Tips to Optimize Mobile Sales This Holiday Season

The iPhone and iPad were used together in 18.5 percent of online transactions on Black Friday. There's no denying that mobile devices are multitasking accessories — i.e., they provide multiple opportunities to influence a customer's decision, but only one will get credit for the sale. Brands must redefine how they're evaluating direct response to be sure their media spend supports the most influential experiences. For mobile, applying traditional one-to-one measurement can lead to incomplete conclusions, as not all responses may tie directly to revenue though inarguably influence the ultimate conversion. Brands must evaluate consumer interactions and the level of intent they indicate to budget accordingly and elevate their bottom line.